Fisher-Price has hired veteran toy executive Vinnie D’Alleva as senior vice president of Fisher-Price Friends. He will responsible for the product development of the Thomas & Friends brand, as well as other HIT Entertainment toy properties such as Bob the Builder.

D’Alleva joins Fisher-Price from the Mayborn Group, where he served as president and general manager of North America. With more than 25 years of marketing experience in the toy and juvenile product space, D’Alleva will lead the team’s work of building powerful preschool brands. Brand management will continue to reside in the London office of HIT Entertainment. 

“Vinnie has launched many successful products from concept to shelf, demonstrating he can grow businesses and maximize ROI globally,” says Geoff Walker, executive vice president, Fisher-Price Global Brands. “His innate passion for design and innovation, coupled with his know-how and energy make him a perfect fit for my team. Vinnie’s skill set and capabilities will be applied to expand the opportunities for the properties and drive the brand globally.”

Additionally, Steve LaBella, currently senior vice president of Fisher-Price Preschool, will assume the responsibility of product development for licensed properties including Dora and Friends: Into the City! and Jake and the Never Land Pirates. Previously, LaBella focused his efforts on some of the company’s better-known brands such as Little People, Power Wheels and Imaginext.